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Guía DocenteCurso Facultade de Humanidades e Documentación |
| Grao en Xestión Industrial da Moda |
 Asignaturas |
| Márketing e Investigación de Mercados de Moda |
| Fontes de información |
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| Datos Identificativos | 2019/20 | |||||||||||||
| Asignatura | Márketing e Investigación de Mercados de Moda | Código | 710G03012 | |||||||||||
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| Descriptores | Ciclo | Período | Curso | Tipo | Créditos | |||||||||
| Grao | Anual |
Segundo | Obrigatoria | 9 | ||||||||||
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| Bibliografía básica | |
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Kotler, P.and Armstrong. G. (2018): “Principles of Marketing”, Pearson, 17th ed. Mitterfellner, O. (2019): “Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry”, Routledge, 1st ed.
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| Bibliografía complementaria | |
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Aaker, D. (1991). “Managing Brand Equity: Capitalizing on the Value of a Brand Name”, Free Press, New York. Lea-Greenwood, G. (2013): “Fashion Marketing Communications”, Wiley, 1st ed. Ries, A. and Trout, J. (2001): “Positioning: The Battle for Your Mind”, McGraw-Hill Education. Santesmases, M. (2011): “Fundamentals of Marketing”, Pirámide, Madrid. |
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